Return to the 49th edition of MIDO

Return to the 49th edition of MIDO

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Another year at MIDO for Essilor® Sun Solution™! On February 24, 25 and 26, the whole team was in Milan, Italy, to present our latest innovations...

For each edition, over a three-day period, numerous professionals in the eyewear sector come together at MIDO, the largest international tradeshow for optics, optometry and ophthalmology. The brands present at this show are from the eyewear, luxury and fashion sectors and take advantage of these few days to exchange and discover the latest market trends.

For Essilor® Sun Solution™, it was the occasion to present the seasonal collections and meet the actors of the sector. The teams were able to unveil the latest collection of lenses adapted to ski goggles called "Winter Collection", as well as the collection dedicated to sport, "E-sun™ Magicoat™", especially with ML Iron and ML Opal lenses.

Like every year, Essilor Sun Solution is launching a new collection dedicated to fashion. MIDO was the opportunity to present the Spring-Summer 2020 collection, including the new “triple shade” colors and the NXT® E-Sun™ Varia™ technology. Adapted for the first time to fashion, it allows wearers of sunglasses made with this technology to wear them throughout the day: in the morning, at noon or in the evening, your sunglasses adapt to the light.

Over these three days, visitors to the show were able to come to the Essilor® Sun Solution™ booth to try the experience booth, a real visual and emotional experience. Immersed in real conditions during a downhill ride on a mountain bike, it was possible to fully immerse oneself and (re)discover the Kolor Up™ technology, ideal for enhancing the beauty of colors when practicing sports. These sun lenses feature an integrated color equalizer, which enhances contrast and color sensitivity. Users of the booth were so delighted to live this experience that they couldn’t hold themselves back from expressing their emotions: screaming, laughter, joy... An emotional experience translated in 1,001 ways that visitors will remember!

Sensorial Cabin Experience - MIDO 2019 - Essilor Sun Solution

Essilor Sun Solution collaborates with FIA

For the first time, Essilor® Sun Solution™ endorsed the Road Safety Initiative betwwen the FIA and Essilor in order to highlight the Golden Rules for daily road users behavior. MIDO was the opportunity to present this partnership, along with the different technologies of sun lenses, corresponding to each user of the road: pedestrians, motorcyclists, cyclists and motorists. To learn more about this partnership, don’t hesitate to check out the article.

About twenty people from Essilor® Sun Solution™ were mobilized to represent the brand: sales people, marketing managers or and even R&D staff... This made it possible to have meaningful exchanges and establish contacts with other market players.

Emotions were high at the 2019 edition! Now it’s time to prepare for the next edition to present the SS21 collections and to work on the development of new lenses ... See you on February 29 - 2 March 2020 for the 50th edition of MIDO!

Thank you to all the visitors!

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